Meghan Markle Forced to Apologize
Meghan Markle at a "Suits" panel in 2013. Photo courtesy of Genevieve under CC BY 2.0.
Meghan Markle's new apricot spread didn't just sell out — it sparked a second meltdown that has left her lifestyle brand scrambling, fans fuming, and critics asking: can the Duchess of Sussex actually run a business?
In less than 90 days, Meghan's As Ever brand has hit the same banana peel twice — first with honey, now with apricots. Both products disappeared from digital shelves in minutes. But behind the scenes? Botched orders, angry customers, and urgent apology emails. They weren't just hiccups. It's been a full-blown fruit-flavored fiasco — and people are starting to notice.
When the Jam Doesn't Land
On June 20, 2025, Meghan's latest drop launched: an apricot spread described in the product description has having "a delicate sweetness and a gentle brightness," as reported by PEOPLE — priced at $9 a jar or $14 in a chic keepsake box. Within hours, it was gone.
But for many customers, their confirmation emails turned out to be false hope. Just a few weeks later, the As Ever team began sending out messages with some bad news — in fact, it was the exact same reason given during the April honey disaster.
"Due to high demand, we are unable to fulfill your order of the apricot spread at this time. We are refunding the purchase of this item by the end of this week," the message read, as reported by PEOPLE.
The offer also included a promise: customers would be the "first to receive it, free of charge" once the product is back in stock. But for some, it wasn't enough.
Social Media Meltdown
One customer posted on X, according to New York Post, "Just received an email from As Ever, they are unable to fulfill my apricot order but will give me a full refund and a free replacement when it becomes available again. I only have a half a jar of my raspberry spread left. It's war tomorrow!!!"
Another user vented: "Not a good customer experience even though the customer service is good after the fact.
Still, others came to Meghan's defense. "A refund and the product for free when it restocks? That's top tier customer service," wrote one fan on X.
"I don't even want my refund," another posted. "I just genuinely want Meghan to know she is so loved!"
Déjà Vu: The Honey Incident
If this all feels familiar, it should. Back in April, Meghan's debut product — a $28 wildflower honey with honeycomb — sold out in under five minutes. Orders were confirmed, then quietly voided. Customers were reportedly offered a refund and their choice of another item for free.
In that case, Meghan herself sent a apology. "My goodness, what a whirlwind this week has been! Thank you so much for the support. It really means so much to me," she wrote, according to Fox News.
"I was so sorry to hear about what happened with your order... Please know the team worked very hard in every department and felt just as sad when we learned what had happened."
She added: "When our next limited-edition drop happens, you won't just be the first to know... you'll be the first to receive it. No need to order, it will come to you in the mail as a gift from me."
This personal outreach helped soften the blow. But with the apricot spread now repeating the same mistake, some fans are wondering whether sincerity can keep patching over operational cracks.
The Problem Behind the Promise
The issue, according to Fox News, was technical. A source said "the pace of transactions briefly outpaced the site's back-end processing," causing orders to go through after inventory had run out.
The problem isn't just embarrassing — it's risky. As Ever markets itself as a premium lifestyle brand with celebrity clout, but glitches like this chip away at trust. Meghan's name draws global attention, and that means her mistakes trend fast and loud.
Behind the Apricot
So, what is this apricot spread causing all the commotion?
Reportedly manufactured by The Republic of Tea, the spread was teased on Meghan's Netflix series "With Love, Meghan" and was expected to become a fan favorite. Unlike traditional jam, it apparently has less sugar and a brighter flavor. According to PEOPLE, Meghan's site encouraged shoppers to drizzle it on yogurt, layer it in cakes, or enjoy it straight from the jar.
But all that curated charm comes with high expectations — and no wiggle room for repeat failures.
More Than Just Jam
June 2025's product drop wasn't limited to apricot spread. It included a splashy announcement: the launch of As Ever's first wine — a $30 Napa Valley rosé. It went live on July 1, 2025 (Princess Diana's birthday) and sold out in less than an hour.
The brand also teased a sparkling wine, made using the Méthode Champenoise technique, with more varietals planned.
That kind of buzz would normally be worth celebrating. But with two fulfillment failures in a row, even Meghan's most loyal fans are hoping she hits pause before the next limited-edition release becomes the next limited-edition disaster.
Can Meghan Turn It Around?
Meghan's customer service game is strong. Her personalized approach has turned some critics into converts. But goodwill fades fast in the luxury space.
Twice now, the Duchess has let her brand sell what it couldn't deliver. And while jars of apricot spread may seem trivial, As Ever is more than jam — it's the image of a duchess-turned-entrepreneur trying to build her next chapter.
Charm alone won't fix the backend. And if the next drop crashes too? Even Meghan's royal shine might not be enough to keep her brand sweet.
References: Meghan Markle Refunds As Ever Shoppers After Order Mishap with New Product | Meghan Markle forced to issue refunds after another As Ever website blunder frustrates shoppers | Meghan Markle apologizes after As Ever sales mishap disappoints shoppers
